Brand Tone

Ethical & Principled, Transparent, Educational & Passionate, Artisanal & Quality-Focused, Approachable & Authentic

Brand Values

• •Ethical Sourcing
• •Sustainability
• •Transparency
• •Quality & Craftsmanship
• •Farmer Empowerment
• •Education
• •Natural Ingredients

Best Practices

• •Prioritize Ethical Language: Always lead with messaging that reinforces your commitment to fair trade, sustainability, and transparency. Use words like "ethical," "sustainable," "transparent," "fairly traded," and "empowerment."
• •Tell Authentic Farmer Stories: Regularly feature the farmers and their communities (with their consent). Highlight their contributions and how direct trade benefits them. This humanizes the brand and reinforces the "Ethicoa" promise.
• •Educate and Inform: Share insights into the bean-to-bar process, the nuances of single-origin cacao, and the importance of ethical consumption. Position the brand as a knowledgeable and passionate guide in the world of chocolate.
• •Maintain Transparency in All Communications: Be open about sourcing, ingredients, and even challenges. If you publish cocoa prices on Instagram, ensure this transparency is reflected across other platforms and in marketing materials.
• •Focus on Quality and Craftsmanship: While ethics are paramount, don't forget to emphasize the artisanal nature and superior taste of the chocolate. Use descriptive language that appeals to the senses and highlights the unique flavor profiles of Asian cacao.

Social Perception

Benns Ethicoa is widely perceived as a highly ethical and transparent chocolate brand. Customers appreciate their commitment to fair trade and sustainable practices. The quality of their chocolate is well-regarded, with an emphasis on the unique flavors derived from single-origin Asian cacao. Their factory tour is often mentioned as an enlightening and enjoyable experience, enhancing brand appreciation. They are seen as a pioneer in promoting Asian cacao and elevating its status in the artisanal chocolate scene. The brand appeals to conscious consumers who value quality, sustainability, and knowing the story behind their food.

Copy Examples

• •Headline: Taste the Difference Ethics Make. Body: At Benns Ethicoa, every bar begins with a promise: fair prices for our farmers, sustainable practices for the earth, and pure, exceptional chocolate for you. Discover the true journey from bean to bliss.
• •Headline: Know Your Chocolate, Know Your Impact. Body: We believe in transparency from farm to bar. Explore our single-origin chocolates, learn about the Asian estates we partner with, and see how your choice supports a more equitable cocoa world.
• •Headline: More Than Just Chocolate. It's a Movement. Body: Benns Ethicoa is crafting a new narrative for chocolate – one built on integrity, quality, and a deep respect for the people and places behind every bean. Join us in celebrating ethical indulgence.
• •Headline: From Asian Soil to Your Soul. Body: Experience the vibrant, unique flavors of Asian cacao. Our bean-to-bar process meticulously preserves the distinct notes of each origin, offering you an authentic taste of artisanal chocolate.
• •Headline: Unwrap a Story of Fairness. Body: Behind every Benns Ethicoa chocolate is a commitment to the hands that harvest our beans. We pay fairly, source directly, and ensure that every bite you take contributes to a better tomorrow for farming communities.